Google and Meta are creating so much new ad inventory, it's causing big price drops. Here's how much ads cost across the Big Tech giants.
Ad prices declined in the second quarter as new formats like Reels and Shorts rolled out.After some rough quarters, Google's and Meta's ad businesses are, and they're creating so much short-form video ad inventory that the surge in supply is driving ad prices down.
Prices for Google's core search ads haven't changed over the past year because advertisers' return on ad spend hasn't either, said Taylor. The increase in YouTube inventory came in May, when it introduced new ads for the short-form video format Shorts. Ad prices are down for Google's programmatic network that places ads on publishers' websites, too. Mike Ryan, head of e-commerce insights at agency Smarter Ecommerce, said that CPMs decreased 2% from the first quarter to the second, with an average price of $1.50.25% down for Facebook year-over-year, and down 29% for Instagram year-over-year in the second quarter, according to Tinuiti.and ads are getting cheaper as the company crams more ads into Facebook and Instagram.
Meta also added more ads to its Marketplace on Facebook, which dropped Facebook ad prices by 25%, Taylor said.
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